Case study
When you think of global cities famous for their art, Riyadh does not instantly spring to mind. We needed to change that. We needed an artistic movement right in the heart of the kingdom, inviting Saudis, and the world, to see Riyadh share a new light.
Noor Riyadh, part of Riyadh Art, is an annual celebration that combines light and art across Saudi Arabia's capital city – with captivating installations, monumental public artworks, ephemeral sculptures, art trails, VR experiences, building projections, and mesmerizing drone shows.
For the second edition, the H+K team faced the challenge of surpassing the success of the 2021 award-winning campaign, but now with a massive event three times larger than its predecessor. The jaw-dropping Journey of Light campaign ultimately attracted 2.8 million visitors, three times its target, reaching almost half the population of Riyadh and a whole world of art-lovers beyond
Execution and some of the Key visuals
A Fully integrated approach, which included:
A comprehensive media relations program for local, regional and international media outlets.
Addressed the need to connect more in artists home countries through a carefully tailored press trip with top art-world opinion leaders, which targeted journalists from the specific countries that the artists were from.
A regional and international advertising campaign featured OOH billboards with light artist, David Gilliver across 9 countries and 13 cities, and a BBC media partnership.
Completely revamped website, app and social media platforms, with new, tailored and templated assets that aligned with our advertising campaign with the theme “The Journey of Light”
24/7 live social media content for three full weeks creating almost 1000 pieces of stunning content
Around 35 influencers were engaged, while ambassadors from the 5 continents were treated to special visits to ‘From Spark to Spirit’, Noor Riyadh’s accompanying exhibition in Riyadh’s artistic JAX district.
A Fully integrated approach, which included:
A comprehensive media relations program for local, regional and international media outlets.
Addressed the need to connect more in artists home countries through a carefully tailored press trip with top art-world opinion leaders, which targeted journalists from the specific countries that the artists were from.
A regional and international advertising campaign featured OOH billboards with light artist, David Gilliver across 9 countries and 13 cities, and a BBC media partnership.
Completely revamped website, app and social media platforms, with new, tailored and templated assets that aligned with our advertising campaign with the theme “The Journey of Light”
24/7 live social media content for three full weeks creating almost 1000 pieces of stunning content
Around 35 influencers were engaged, while ambassadors from the 5 continents were treated to special visits to ‘From Spark to Spirit’, Noor Riyadh’s accompanying exhibition in Riyadh’s artistic JAX district.
Social Contents
